This year’s tourist season is well underway and seems to be more dynamic than ever. After two years of pandemic, people are increasingly looking to steal a few moments of relaxation, escape from the daily grind and get away from it all.
For those hotels and tourist accommodations that wish to see maximum results in bookings and profits, this is the right time to optimize their Digital Marketing strategy, based on the data of the new normality, which now requires every businessman to work a little harder to win the trust of their customers.
So, let’s see what trends are dominating Hotel Digital Marketing this year and how their implementation can benefit our business.
- Strengthening online bookings
One of the most obvious results of the pandemic was the familiarization of a large part of the public with digital media. Clearly, the hotel business could not remain unaffected. Travelers now prefer to make their reservations online rather than by telephone or through a travel agency. At the same time, due to the pervasive uncertainty about the unexpected changes that may occur depending on the measures implemented at any given time, there has been an increase in traveler’s preference for direct bookings. According to a GlobalData questionnaire, 39% of participants said they prefer to book directly, while only 17% said they opt for rental and price comparison platforms.
- Personalised communication
The pandemic has also had a significant impact on the psychology of travelers who are seeking more clarification and information about their destination. There is therefore an increased need for direct and personalized communication with the company. This type of communication creates a sense of security and familiarity for our potential customers. Consider implementing chat bubbles on your website. This will enable you to quickly answer any questions a potential visitor may have, gain their trust, and guide them directly to booking.
- Instagram’s supremacy
There is no doubt that Instagram is starting to gain traction as the preferred medium for digital marketing strategy for hotels and tourism properties. Especially after the 2019-2020 period, there has been a strong shift of younger Facebook users to Instagram. Compared to Facebook, Instagram provides an opportunity to create stories, which can be beneficial in promoting our business and showcasing our establishments in a more effortless and natural way, especially if it is content produced by travelers who visited and were satisfied with their experience.
- Rich content
The creation and updating of website content is still one of the prerequisites of any successful Digital Marketing campaign for hotels and tourist accommodation. Rich and relevant content will help our page to rise higher in Google’s organic results rankings, resulting in our business being seen by more people. The content can be in the form of blog articles for our page, podcasts, videos, and images that will include useful information and promote our brand.
But following these trends to structure the online presence of your hotel or tourist accommodation is not enough in itself. There are a few mistakes that, if not avoided, will “break” a traveler’s trust and cost you. To begin with, a hotel’s business page should be designed in such a way that it lends credibility. This means that it should be fast, mobile-friendly, offer security for transactions and not have complicated and difficult to navigate.
Finally, as customers of any business are increasingly relying on social proof, i.e. making decisions based on the opinions of other consumers with the same habits, make sure you have a strong social media presence, even outside of the tourist season. The chance of attracting a traveler drops dramatically if your hotel or resort’s social media profile has sparse content, few comments, and few likes.
* This article was written by Dimitris Kontarakis, Digital Strategist and owner of eSteps and was published in the online edition of the newspaper Eleutheros Typos on Monday 11/07/2022